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Leaf Home Hires Chief Growth Officer as Company Continues to Expand

Home Improvement

Leaf Home Hires Chief Growth Officer as Company Continues to Expand

Nina George joins the large home improvement company and will drive efforts to add new locations and new product lines

By Drew Barto July 25, 2023
Leaf Home Chief Growth Officer Nina George
Photo: Leaf Home Chief Growth Officer Nina George

Ohio-based home improvement heavyweight Leaf Home announced that Nina George has joined the company as its Chief Growth Officer (CGO). The addition of George was shared in the company’s June 20 press release.

“Nina brings many years of experience in growing technology-enabled consumer businesses, and we could not be more excited to have her on the team,” Leaf Home Chief Sales Officer Chris Counahan told Pro Remodeler. "As we continue to execute on our growth strategy, Nina will be instrumental in our expansion efforts across North America. We are confident Nina’s contributions will make a significant impact to our operations. She brings an incredibly valuable perspective on how Leaf Home can meet rising demand from homeowners and continue to deliver value.”

George’s background includes impressive academic and professional accolades. She earned an MBA at Harvard Business School and a bachelor’s degree in electrical and computer engineering at the National University of Singapore.

The company has its sights on even more growth opportunities and George will drive its expansion plans.

George previously served as the Vice President & General Manager, Revenue Growth at Rent the Runway where she oversaw marketing initiatives driven by data and technology to help grow the subscription-based designer and apparel e-commerce business.

Most recently, she held the position of Chief Growth and Marketing Officer at BrainPOP, an education technology platform, where she led the growth and marketing teams for the business-to-business and direct-to-consumer channels.

George’s areas of expertise and Leaf Home’s technology-driven business model appear to be a perfect fit for one another.

“What attracted me to this position was the mission of Leaf Home wanting to make home ownership easy for consumers,” says George. “I come from a direct-to-consumer business and marketing background, so I was fascinated by how Leaf can truly bring any service to a homeowner’s doorstep.”

The services George refers to fall under four primary verticals: LeafFilter Gutter Protection, Leaf Home Safety Solutions, Leaf Home Water Solutions, and Leaf Home Enhancements, the latter of which includes replacement windows and doors, bathroom upgrades, and kitchen cabinets.

All categories combined, Leaf Home has more than 200 locations across North America and employs over 7,000 people.

“We’re the largest direct-to-consumer home products company in North America,” says Counahan.

The company has its sights on even more growth opportunities and George will drive its expansion plans.

“We want to expand the percentage of the population that is using Leaf Home products,” says George. “The other way we are going to expand is with new product lines. We are actively testing a new product and at the right time, we’re going to bring it to market in a big way.”

She also expects to foster growth by better connecting with today’s tech-savvy homeowners and meeting them where they are. “Sixty-five percent of new homeowners are Gen X or Gen Y,” reveals George. “How we can use technology to help the next generation of homeowners get access to these services is another area that I will be deeply focused on.”

written by

Drew Barto

Drew Barto is director of home improvement for Pro Remodeler. He most recently served as the Director of Marketing at Energy Swing Windows in Pittsburgh. Contact him at dbarto@sgcmail.com or 412-607-7820.

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